The development of short food supply chain for locally produced honey Understanding consumers' opinions and willingness to pay in Argentina

Purpose The development of the short food supply chain (SFSC) is one of the issues of the current agri-food systems. Consumers are re-connecting the food they eat with the farming process and are increasingly asking for fresh, seasonal and traceable food products from known producer source. The purpose of this paper is to analyse consumers' opinions towards the SFSC and willingness to pay (WTP) for local honeys in Mar del Plata, Argentina before and after a hedonic evaluation test. Design/methodology/approach In an incentive compatible approach, using real purchasing scenarios, two non-hypothetical discrete choice experiments were applied, accounting for the impact of the SFSC understanding and hedonic evaluation on consumers' WTP. Findings Results showed that consumers' WTP, a premium for local honey products, is conditioned to specific quality cues and the global sensory acceptance. Consumers with high level of agreement with the social and environmental roles of the SFSC were more quality demanding and exhibited higher WTP towards the locally produced honeys. The development of local market by re-connecting producers and consumers, allowing for in-site tasting, has a strong implication for the structure of the honey added-value chain due to the potential role that may play in satisfying consumers' preference and needs. Originality/value The authors measured consumers' opinions towards the SFSC and analyse their impact on consumer WTP for honey product by including real purchasing scenarios and hedonic evaluation test, to reduce the hypothetical bias of the traditional surveys. Questionnaires were completed in a controlled laboratory environment for with real product and real money.